Learn how vision and mission statements help you make better decisions for your startup or small business, stay focused, and build a great company culture.

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How To Write
Statements
VISION &
MISSION

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How to Write Vision & Mission Statements
WHAT IS A
VISION
STATEMENT?A vision statement is a sentence communicates a company’s long-term
goal in broad terms, and typically includes a heavy dose of inspiration.

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How to Write Vision & Mission Statements
The vision statement you create
for your company should:
1) Tell people about the big dream your company hopes to achieve
2) Communicate the long-term plan
3) Be inspirational

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How to Write Vision & Mission Statements
WHAT IS A
MISSION
STATEMENT?A mission statement is a sentence that explains why the company exists
and tells people three things...

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How to Write Vision & Mission Statements
Your mission
statement
should tell people:
1) What the company does
2) Who the company does it for
3) How the company does it

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How to Write Vision & Mission Statements
WHY DO I
NEEDTHESE
STATEMENTS?
These statements are important for four reasons...

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How to Write Vision & Mission Statements
#1. It helps you prioritize and spend your time on the
things that actually matter.
#2. Your team will all be on the same page as to what it
is trying to achieve and how you plan to achieve it.
#3. Top talent are more likely to want to join a team.
#4. These statements act as the nucleus that your story
and culture will be built around.
The 4 Reasons...
Vision and mission statements are important:

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How to Write Vision & Mission Statements
Example:
The Canadian Cancer Society
Vision:
Creating a world where no
Canadian fears cancer.
Mission:
The Canadian Cancer Society is
a national, community-based
organization of volunteers whose
mission is the eradication of
cancer and the enhancement of
the quality of life of people living
with cancer.

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How to Write Vision & Mission Statements
Mission Statement:
1) WHAT -> It works to eradicate cancer and enhance the quality of
life of those living with cancer
2) WHO -> People living with cancer
3) HOW -> Through a network of volunteers
Example:
The Canadian Cancer Society

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How to Write Vision & Mission Statements
Example:
ALDO Shoes & Accessories
Vision:
The ALDO Group vision is to
make people feel good through
the products and services we
provide every day.
Mission:
The ALDO Group’s mission is to
consistently provide a total
customer experience through our
people, products and environ-
ments and to ensure an enjoyable
and memorable shopping
experience for every customer.

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How to Write Vision & Mission Statements
Mission Statement:
1) WHAT -> Provides a total customer experience that is enjoyable
and memorable
2) WHO -> Customers
3) HOW -> Through their people, products and environments
Example:
ALDO Shoes & Accessories

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How to Write Vision & Mission Statements
Final Thoughts:
While these warm and fuzzy thoughts may seem like a waste of time,
they can help you keep your eyes on the prize, and make the right
decisions. Look to do things that are aligned with, or are helping you achieve
your vision and mission and avoid those activities that don’t.
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